Is Heritage Core the New Normcore?

As Instagram feeds crossed from east in the Hamptons to northwest to Hudson, out came the plaids, Barbour jackets and riding boots. But why relegate your woodsy regalia to weekend warrior status? Pumpkin Spice Lattes may be basic, but a natty tweed jacket just makes good fall sense. With minimalism on the wane and the hallmarks of normcore—baseball caps, white kicks and Mom jeans—feeling well, ugly, a new brand of core style is emerging.

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If "Normcore" was all about the fashion flock aping the every-man, then "Heritage core" is about the stylishly elite echoing the aristocracy and the WASPy alike. It's Charlotte Casighiri in full riding regalia and a Kennedy at Kennebunkport.

Joyann King, editor of BAZAAR.com and ShopBAZAAR considers the phenomenon a natural progression based on good geography. "I just bought a house in upstate New York where equestrian and shooting are the celebrated past times—with fashion to match," she explains. "British Sporting Arms is a gem of a boutique that features all the best riding and hunting gear—jodhpurs, vests, gorgeous knee-high boots and leather-paneled knits—that had me literally buying out the store to wear not just on the weekends, but to the office."

While heritage brands like Burberry went high fashion years ago, Land's End has remained as staunchly true to its New England seafaring roots as Barbour has to the Brit countryside. Why buy your minaudiere stripes for $1K from Net-a-porter when you can hit up the original Saint James (since the 19th century) for less than two Benjamins? The answer is simple— it's not just about classic style, embracing heritage brands speaks to authenticity.

While Amanda Brooks put on a few cocktail looks to hock her tome, "Always Pack a Party Dress," over the summer, in no time her social media feeds were back on the farm, literally, with livestock and Aran knits replacing champagne and LBDs. And it's that rustic insouciance that feels aspirational—far away from the pomp, circumstance, noisy streets and light pollution of Manhattan.

With the culture shifting away from celebrating the blurry-eyed financiers and advocates of the 90-hour work-week and towards work-life balance and "finding your center" in the countryside, a uniform to match was never going to be far behind. But if you're going to go country like Bravo's "Ladies of London" you need to go more Orvis than Bergdorf—the family manor will simply be assumed.